Beatrice Mustocea is Creator & Public Figures Lead at TikTok UK, where she builds the strategy that grows the platform's creator ecosystem at scale — including programmes like the TikTok Film & TV Club. She has spent nine years in the creator economy, back when it wasn't yet an industry, with earlier roles at Google — where she worked on the Pixel launch — and LinkedIn's first move onto TikTok, before joining TikTok itself. She has built award-winning creator strategies across entertainment, tech and media, and judges the Creator Craft Awards. She spoke at Cannes Lions 2026 from the LIONS Creators stage.
Key ideas
- Right fit beats big reach. Creator marketing outperforms paid ads only when brand and creator genuinely align — without alignment it's just expensive ad space.
- A creator is a media company. Brands aren't renting a slot; they're hiring a producer, director, editor and videographer in one person.
- Creators are borrowed distinctive brand assets. Each creator brings a whole system of codes and community — but only if brands collaborate instead of dictating.
- Say relatable, not authentic. "Authenticity" is the mystical word brands chase; the real currency is a creator's relatability to their community.
- Creators and entertainment are merging. YouTubers already top the box office; the next decade of film, TV and advertising talent comes from creators.
Appears on Boringly Effective
- Beatrice Mustocea on the Creator Economy That Actually Works — Episode 5 — entertainment, creators and advertising colliding, recorded at Cannes Lions 2026.
- A match made in Cannes: TikTok's Beatrice Mustocea on creators and brands — from the LIONS Creators stage.